Develop a Content Strategy in 5 Steps

Developing an effective content strategy can help you streamline your marketing efforts. In order to see results, you’ll need to do some research and constantly analyze and optimize your content strategy.

In this article, we’ll explain how to:

  1. Define your target audience
  2. Set goals
  3. Conduct a content audit
  4. Create a content calendar
  5. Measure and optimize

Define your target audience

Before you can create your content strategy, you need to know who you’ll be addressing. Identify your target audience and create buyer personas to understand their needs, interests, and pain points.

Once you do that, you can personalize your content, be it blogs, videos, infographics or more. This is how to do it.


Gather information about your audience’s age, gender, income, education, and location. This is the base of your buyer persona. The majority of this information can be gathered from Google Analytics, social media analytics and from your customer support team.

If you want to create content, you need to know how to shape it to be engaging for your specific target audience.


Understand your audience’s interests, values, lifestyle, and personality traits.

This step will help you understand which topics to focus on in your content strategy. Do your consumers want to understand how to use your products and services or are they interested in your brand values?

Behavioural data

Analyze the behaviour of your current customers, such as how they interact with your brand and what they buy.

This information will help you understand how to create content for repeat customers, new customers and potential ones. You also need to know how to create a content strategy for every part of the sales funnel.

Surveys and focus groups

Ask your current customers for their input and feedback on your products or services. That’s the best way to create a successful content strategy.

Make sure your surveys are short. If you simply can not do that, then provide your customers with some type of reward if they complete the survey. Usually, the reward is a discount, a free sample or else.

Competitor research

Look at your competitors’ audience to understand the common characteristics of your industry’s target market.

You should know exactly why someone should choose you over your competitors. Maybe you’re the cheapest option, the option with the highest quality, the most sustainable option, etc.

Once you have a clear understanding of your audience, you can create buyer personas to represent different segments of your audience and tailor your content to their specific needs and interests.

Set goals

Determine what you want to achieve with your content, such as increasing brand awareness, driving website traffic, or generating leads.

Make sure your content strategy goals are specific. They should be specific, so you know exactly what you’re trying to achieve. For example, “increase website traffic by 20% in the next quarter” is more specific than “improve website traffic.”

Also, your goals should be measurable. Your goals should be quantifiable so you can track progress and measure success. For example, “generate 100 new leads per month” is more measurable than “increase lead generation.”

Your goals also need to be achievable. Make them realistic and achievable, given the resources and time you have available.

The content marketing strategy needs to have relevant goals. They should be relevant to your business objectives and align with your audience’s needs and interests.

Lastly, make them time-bound. Your goals should have a specific timeframe for achieving them, such as “increase email newsletter subscribers by 50% in the next 6 months.”

When setting your content goals, it is important to keep in mind that they will evolve over time. Continuously monitoring, measuring, and adjusting your goals as needed is important to make sure that your content strategy stays aligned with your overall business objectives.

Conduct a content audit

Review your existing content to identify gaps, opportunities for improvement, and what’s working well.

Gather all of your existing content

This includes website pages, blog posts, social media posts, email campaigns, and any other content you have created. Make sure you have Google Analytics data on every piece of content. Focus on the number of clicks, the session duration and the bounce rate.

Categorize your content

Once you have your content, organize it into categories, such as topic, format, and channel. This will help you see patterns and identify areas where you may need more or less content.

If you see that leads back out on the last step of the sales cycle, make sure you’re creating more content for those specific situations.

Evaluate the quality of your content

Assess the quality of your content based on factors such as accuracy, relevance, and engagement. Identify which pieces of content are performing well and which need improvement.

Identify gaps and opportunities

Look for areas where you may be missing out on opportunities to reach your target audience or where there are gaps in your content.

Make a plan for improvement

Based on your findings, make a plan for how to improve your content, including what types of content to create, how to optimize existing content, and which content to retire or update.

It’s important to conduct a content audit on a regular basis to keep track of your content’s performance and make adjustments as needed to ensure that your content strategy is aligned with your overall business objectives.

Create a content calendar

Plan out your content in advance, including topics, formats, and channels for distribution.

Since at this point you already know your target audience and what results you’re trying to achieve with your content marketing strategy, you should be able to create a detailed content strategy that explains how you’ll engage your audience.

Content creation shouldn’t be left to chance, so make sure you plan everything out before you start writing your blogs and filming your videos.

Measure and optimize

Optimizing your content strategy is an ongoing process that involves regularly reviewing and adjusting your content based on your goals, audience, and performance metrics.

Try different formats, topics, and calls to action to see which ones perform best. A/B testing can help you determine which headlines, images or CTAs are most effective.

Also, make sure you’re optimizing your content for search engines by using relevant keywords, meta tags, and alt tags. It will help your content to be easily discoverable by your potential audience.

By regularly optimizing your content strategy, you’ll be able to create more effective and engaging content that helps you achieve your business goals and connect with your target audience.

Key takeaways

Content marketing strategy is a must for any company looking to grow its business.

Use our guide to create useful content that is optimized for search engines and provides value to your customer pool.

The Top 10 Content Marketing Trends for 2023

Although we don’t have a crystal globe, we can tell you what the new content marketing trends will take over in 2023. If you’re looking to reach your target audience, create more engaging social media posts, utilize audience data and more, follow our easy guide.

We’re covering:

  • Personalization
  • Interactive content
  • Video marketing
  • Influencer marketing
  • Micro-moments
  • Voice search optimization
  • Live streaming
  • Visual storytelling
  • Multi-channel marketing
  • Artificial intelligence and machine learning


Creating content that is tailored to specific segments of your audience will help you reach better results. It lets you stand out from other brands and create loyal relationships with your customers.

Utilizing personalization in content marketing should be the key element of all your future marketing campaigns.

Segment your audience

Divide your audience into different segments based on demographics, interests, behaviour, and other characteristics.

That way, you can better customize your content, whether it’s newsletters, notifications, blog posts or else.

Create targeted content

Develop content that speaks directly to the needs and interests of each segmented list. For example, if you’re selling supplements and have specific ones for pregnant women and a different kind for kids, it makes sense to divide your customer base and create different content for each group.

That way, you get to describe the benefits of your products to the buyers, without losing out potential customers.

Also, make sure you’re using messaging that is relevant to the individual and the stage of their journey. Have different content for every step of the sale cycle.

Use data and analytics

Use data and analytics to understand how your audience is interacting with your content and make adjustments accordingly.

Once you get to know your audience, you can write better content and get better results. That’s why it’s so important to keep up with your audience and their expectations.

Use customer feedback to understand what your audience wants and create content that meets those needs.

Use personalization tools

There are various tools such as dynamic content, CRM integrations, and web personalization that can help you create personalized content.

One of them is an email tool that will help you get readers’ names, locations and more.

Personalize the call to action. Try to create a call-to-action that is tailored to the specific needs of each segment.

Once you’re done, make sure to keep testing and optimizing your content.

Interactive content

We predict that using interactive elements such as quizzes, polls, and infographics to engage audiences will be bigger than ever in 2023.

Quizzes, polls and surveys

Create quizzes that are relevant to your brand and audience. They can be used to generate leads, segment your audience, or simply entertain your visitors.

Use polls and surveys to gather feedback from your audience and gain insights into their preferences and opinions.

Interactive infographics

Use interactive infographics to make complex information more digestible and engaging. That way, you’re creating content that your audience will go back to. It will improve your CTR rate and help you get repeat visitors.

Interactive videos

Create interactive videos that allow viewers to click on different elements within the video to learn more or take a specific action. Content marketers love these types of content because they help them learn more about their audience.

Interactive chatbots

Use chatbots to interact with your audience and provide personalized information or support. That way, your customer support gets only the potential customers that are ready to buy.

Interactive virtual events

Use virtual event platforms that allow for interactive elements such as Q&A sessions and polls.

Interactive games

Create branded games that are relevant to your audience and can be shared on social media or embedded on your website.

Video marketing

Creating video content for social media platforms and YouTube will be on the rise in 2023.

Define your goals

Before creating a video, define what you want to achieve with it. Is it to increase brand awareness, drive sales, or educate your audience?

Plan the content of your video carefully. It should include a strong opening, a clear message, and a powerful call to action.

Identify your target audience

Understand who you are creating the video for and what they are interested in. This will help you create a video that resonates with them.

Invest in good equipment

Invest in good equipment such as a camera, microphone, and lighting to ensure the quality of your video is high.

Keep it short and sweet

Keep your videos short and to the point. Attention spans are short, so make sure your video can be watched and understood in a matter of minutes.

Use storytelling to engage your audience and make your video more memorable.

Optimize for different platforms

Optimize your video for different platforms such as YouTube, Instagram, and Facebook. This will ensure that your video looks and sounds great regardless of where it’s being watched.

Use subtitles and closed captions

Adding subtitles and closed captions to your videos can help increase engagement, and accessibility and help reach a global audience.

Use a Call-to-Action

Always include a call-to-action at the end of your video to encourage viewers to take the next step.

Measure and improve

Use analytics to measure the performance of your video and make improvements based on the data you collect.

Influencer marketing

Partner with influencers to promote your brand and reach new audiences. Start by identifying influencers who have a genuine following and whose values align with your brand.

Make sure to establish a relationship with the chosen influencer before launching a campaign. This will help ensure that they understand your brand and are excited to work with you and create content.

Set clear goals and KPIs for your campaign so that you can measure its success. You can do that by creating a brief that outlines the objectives, key messaging, and desired outcomes of the campaign.

Measure and analyze the results of your campaign to understand what worked and what didn’t, and make adjustments accordingly.

Be open to feedback and be willing to adjust your strategy based on the feedback you receive.


Creating content that addresses specific needs and questions in real time helps you reach new audiences.

Identify the triggers

Identify the triggers that lead to micro-moments. These could be specific actions, events, or emotions that prompt your audience to take a specific action.

Create useful and relevant content

Create useful and relevant content that addresses the needs of your audience in the micro-moments that matter most to them.

Use data to personalize your message

Use all the data you have to personalize your message and make it more relevant to your audience.

Use social listening

Use social listening to understand what your audience is saying and identify new micro-moments that you can capitalize on.

Use location-based targeting

Use location-based targeting to reach your audience when they are in a specific location or context.

Measure and improve

Measure the impact of your micro-moment strategy and use the data to make improvements and optimize your approach.

Voice search optimization

Optimizing content for voice search queries will see an even bigger rise in 2023. That is because of AI home systems like Alexa, Siri, Cortana and such.

Since people search for answers differently when they write and talk, make sure to include specific keywords, FAQs and more to make your content optimized for voice search engines.

Live streaming

Another thing we’re sure will be on the rise is using live streaming platforms to connect with audiences in real-time. Nothing beats live TV, except for maybe going live on YouTube or Twitch.

It lets you connect with your audience in a more relaxed environment and gives you an opportunity to answer their questions in real-time.

Visual storytelling

Using visual elements such as images and infographics to tell stories is more relevant than ever. Start by identifying your story and what message you want to convey.

Use visuals such as images, videos, infographics, and animations to support your story and make it more engaging. You should make your visualization techniques engaging, but don’t be afraid to showcase complex data that would be hard to present in a blog post.

Optimize your visual storytelling for different platforms such as Instagram, Facebook, and YouTube to reach a wider audience.

Incorporate user-generated content such as customer testimonials and reviews to make your visual storytelling more authentic.

Use analytics to measure the success of your visual storytelling and make improvements based on the data you collect.

Multichannel marketing

Make sure you’re creating content for multiple channels to reach audiences where they are.

Identify your target audience and understand their needs, wants, and preferences. After that, create a strategy that outlines the channels you will use, the message you want to convey, and the goals you want to achieve.

It’s important to use a mix of channels such as email, social media, SMS, and push notifications to reach your audience. However, you need to personalize the content for each platform.

In order to speed up the whole process, make sure you’re using automation tools to streamline your multichannel marketing efforts and make them more efficient.

Lastly, continuously test and improve your multichannel marketing efforts to ensure that they are reaching your target audience and achieving your goals.

Artificial intelligence and machine learning

Incorporating these technologies into content marketing strategies to improve personalization and automation.

Use AI-powered chatbots to interact with customers and provide them with personalized support and recommendations. You can also rely on AI for customer segmentation. That way, you can create more targeted marketing campaigns.

Use AI for predictive analytics

Use AI for predictive analytics to identify patterns and trends in customer behaviour and use that data to improve your marketing campaigns. After that, optimize your campaigns and keep an eye on the metrics that show you audience engagement.

Key Takeaways

Now that you know our top 10 content marketing trends for 2023, you can prepare for them and achieve great results.